CAIRO-As Middle Easterners begin to adopt lifestyles similar to those of Americans and Europeans, they've become prime targets for a Big Mac attack.

If a planned expansion goes as scheduled, there will be more than 38 McDonald's restaurants in the region by the end of 1995, including one in Bahrain and two in the United Arab Emirates, joining two that opened this fall in Egypt.

"The region whose time has come is the Middle East," said Nassef Sawiris, president of Orascom Foods, one of two Egyptian companies that have formed separate joint ventures with McDonald's Corp. to bring the chain to Egypt.

Yaseen Mansour, president of Mansour Foods Co., the other joint-venture partner, pegs the potential burger market in Egypt at $100 million, about half the country's fast-food sales.

Each of the two franchisees plans to open three restaurants by yearend and another five by the end of 1995. In 10 years, they hope to have 100 stores between them.

Since the 1970s, when the Golden Arches expanded outside North America, McDonald's has received applications from Middle Easterners to open restaurants. But only recently did a combination of changing lifestyles, a more Westernized business climate and political stability in the region convince the burger giant that the time was right.

"We started with the countries that are closer to the U.S. in lifestyle, where a large percentage of the population is working, women are working and there are shorter hours for lunch," said Awad Sifri, McDonald's Corp. international marketing manager in its Oak Brook headquarters.

As recently as five years ago in Egypt, a typical businessman would work from 8:30 a.m. to 2:30 or 3 p.m., go home for a family lunch and a nap. A government worker's day would be even shorter, and the number of women in the workplace was very small. Now, those conditions are moderating.

Since 1992, McDonald's has opened 14 restaurants in Israel, Kuwait, Morocco, Oman and Saudi Arabia.

Although McDonald's declined to disclose sales figures for the region, Mr. Sifri said they exceed the international average of $1.7 million annually per store. Advertising is at a fixed 4% of sales.

To attract this family-centered society, the Egyptian restaurants will cater to families by having more seating and play areas. Ads are intended to create awareness.

"I do have to show people what a Big Mac is and that it is an experience in itself," said Michele Dickinson, McDonald's Egypt country marketing manager.

Ms. Dickinson is spending 80% of her $1-million budget on TV advertising that broke in October and the rest on promotions and outdoor ads.

The spots created by Chicago-based Leo Burnett USA convey the freshness and quality of the ingredients. DDB Needham Egypt handles local print and outdoor ads and promotions, and dubs the international TV spots. The spot shows the Big Mac being assembled, with close-ups of the ingredients, as an Arabic voice-over sings the renowned "Two all beef patties. . ." jingle.